Christine Morse
Grand Rapids, Michigan
Overview
Most B2B companies don't have a marketing problem. They have a revenue leak. Five years ago, B2B buyers experienced about 5 touchpoints before making a decision. Today that number is 10. The complexity of the buying journey has doubled — but most companies are still running the same misaligned marketing and sales playbook they used a decade ago. The result? An estimated $1 trillion lost every year because marketing and sales aren't working together. And 92% of B2B companies have this problem right now. I've spent 28 years fixing it. I'm Christine Morse — Sales Pipeline Architect, Fractiona
About
Most B2B companies don't have a marketing problem. They have a revenue leak. Five years ago, B2B buyers experienced about 5 touchpoints before making a decision. Today that number is 10. The complexity of the buying journey has doubled — but most companies are still running the same misaligned marketing and sales playbook they used a decade ago. The result? An estimated $1 trillion lost every year because marketing and sales aren't working together. And 92% of B2B companies have this problem right now. I've spent 28 years fixing it. I'm Christine Morse — Sales Pipeline Architect, Fractional CMO, and founder of Avid Marketing Alliance. Over 16+ years leading revenue growth strategy for B2B and purpose-driven organizations, I have built and directed complete marketing and sales functions from the ground up — hiring, training, and aligning cross-functional teams, developing unified messaging, and establishing the performance metrics that keep teams accountable to measurable outcomes. I've trained 2,500+ business professionals on growth and marketing strategies. My approach has always centered on building sustainable infrastructure — not running campaigns — so organizations keep producing results long after I'm involved. Here's what I've learned after all of it: the most powerful revenue system available to B2B professionals right now is one most people are dramatically underusing. LinkedIn. Not LinkedIn as a digital résumé. LinkedIn as a revenue engine — a positioned profile as the foundation, AI-powered targeting through Sales Navigator, authority-building content, and automated outreach sequences working in the background. When these layers are built and aligned, LinkedIn becomes your #1 lead generation system. That's the framework I build for clients — and the one I work with marketing and leadership teams on positioning and visibility, and sales and marketing teams close the gap between their efforts and their revenue. My results reflect what becomes possible when marketing finally thinks like sales: → 1,340% website traffic growth for a B2B client → $750K+ revenue generated from a single campaign → $1M+ raised across nonprofit capital campaigns → 2,500+ professionals trained on revenue-focused marketing strategy Whether you're a business owner who needs a qualified pipeline, a marketing leader who needs sales to take your leads seriously, or a sales leader who needs marketing to generate revenue — not just content — I can help. It starts with LinkedIn. It ends with revenue. christine@avidmarketingalliance.com